5 Tips To Master Video Marketing

Video is increasing the way people consume content online. But as a business, there are other compelling reasons to stay up to speed with this trend. Consider that visuals are processed 60,000 times faster in the brain than text. And while text is processed sequentially, in the order it’s received, images are processed simultaneously.

Beware Bad Video

Video hosting sites like YouTube, Vimeo and even Facebook have revolutionised the way that users create and share video. But it’s not just consumers who are taking advantage of this visual medium. Businesses, too, can create videos and channels to showcase their products, services and thought leadership. In fact, they’re wise to take advantage of the opportunities video brings.

But with this great ease of creation (thanks to smartphones, anyone’s a film guru) and the plethora of places to house your masterpiece comes some pretty bad video. And not just on the consumer side. Businesses are often some of the worst offenders, with static on-camera “talent” and stilted deliveries.

While some soon-to-be singing sensation can get away with grainy lighting, pitchy sound and boy band posters in the background, businesses can’t. In fact, if they attempt video creation on the cheap, they haven’t just posted a bad video; they’ve damaged their brand reputation.

Quality Video Creates A Lasting Impression

Now that you’re sold on the attributes of video, make sure you’re not just hopping on the band wagon, but rather blazing a trail with your high quality content. Here are five tips for creating impressive video content that will attract and impress your viewers.

1. Content editor

Most people assume you need a script to give an on-camera subject something to follow. But reciting a memorised script often causes people to come across stiff and awkward. So, ditch the script. Instead, swap it for a story that is authentic and meaningful. This is where a content editor comes in. A content editor specialises in understanding your audience and how to engage it. They’ll know how to build a compelling story by asking the right questions, highlighting the key points, and doing so in a natural way that communicates effectively.

2. Producer

A producer bridges the gap between the client (the brand) and the technical team (camera and crew). They have an ability to read on-camera subjects and put them at ease, making sure they’re comfortable with the questions asked and the content covered. In other words, producers have good bedside manner. But, since they’re also in charge of making sure the project is completed on time and up to standard, they know when to step in and lay down the law.

3. Two cameras

Even the most engaging topic or speaker can seem dull and static when filmed straight on with a single camera. Imagine your standard “talking head” staring just past the camera (likely reading off a cue card). Are you intrigued? Shooting with two cameras allows you to create a more dynamic and engaging experience by providing different perspectives, angles and depths of field. A good strategy is to position your main camera on the subject at a pleasing angle, then use the second camera to capture alternate angles and other engaging details, such as a close up of a hand gesture. Two cameras yield a video that interests the senses and provides visual diversity.

4. Professional audio and lighting

Video is sensory; it’s not just something you see, it’s something you hear and experience. This means there are more opportunities to show inexperience, especially if you scrimp on things you think you can leave to nature or a single device. Like lighting and audio. Why give your viewers an opportunity to think less of your brand when the lighting looks washed out or amber-toned? Or when the sound is echoic and sharp? Investing in professional audio and lighting services is the difference between a hotel staff that greets you by name and one that doesn’t—it adds a level of professionalism that, once you experience it somewhere, you can’t help but notice when you don’t.

5. B-roll

Whether you know it by name, you’ve seen b-roll footage. It’s the supplemental footage—like shots of the surrounding environs, a car driving by, or two people in the distance conversing—that is incorporated into the main shots of interviews and documentaries, giving them a more authentic feel. B-roll illustrates mock real-world scenarios that humanise your subject and allow the producer and content editor to focus on the story they’re depicting.

Why It’s All Worth It

If you’re going to add video to your content repertoire, make sure you’re able to reap the returns. When done right, you’ll create aesthetically pleasing, informative content that will influence your most important viewers: your customers.

SHARETweet about this on TwitterShare on LinkedInShare on FacebookShare on Google+Pin on PinterestDigg thisShare on RedditShare on TumblrShare on StumbleUponEmail this to someone

Matthew Stibbe is writer-in-chief at Articulate Marketing. He is also an avid blogger, closet geek and HP fanatic.